October 11, 2018

In recent years airlines have grown increasingly stingy with the perks they grant to economy class customers. While passengers not so long ago could check up to two bags, most airlines now charge fliers for placing even one suitcase in the plane’s cargo hold. Many people also can’t make changes to their travel itineraries without incurring fees as high as $500. As a result, many casual travelers have started turning to alternative air carriers like Spirit or WOW. Although these Continue reading

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October 9, 2018

During the summer, we looked at IHOP’s temporary name change to “IHOb” and the social media sensation that followed their announcement. As it turns out, the pancake chain wasn’t the only company experimenting with their branding around that time. In August, Dunkin’ Donuts dropped the second word out of their name at a number of locations in the Boston area. While some customers went online to vent their frustration about the change, many others apparently didn’t mind that the word Continue reading

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September 28, 2018

Every day, Americans are bombarded with tons of advertisements coming out of their TVs, radios, and all sorts of other sources. While companies design many of these spots to be easily noticed by consumers, this video takes a look at one type of marketing that deliberately remains in the background. Known as “scent marketing,” companies use it to target the attention of a consumer’s nose rather than their eyes and ears.

Questions:

  1. How does scent marketing differ from other forms Continue reading
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September 18, 2018

When someone is looking to buy a new piece of furniture, it can be a struggle to find the right item to fit their personal taste as well as their floor plan. After all, just because something looks good in the showroom doesn’t necessarily mean it will fit in their living room. That’s why a number of home goods companies are integrating augmented reality into their online stores. Using a smartphone camera, the technology allows customers to visualize how a Continue reading

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August 23, 2018

For more than a century, Coca-Cola’s immense branding power has centered on its signature soft drink. But with many of today’s consumers switching from sugary sodas to healthier options, the company can no longer rely on its namesake beverage like it once did. So in order to keep up with changing tastes, last year Coca-Cola launched more than 500 new drink brands across the globe. “There are products out there in the world that perhaps we wouldn’t have tried a Continue reading

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August 17, 2018

If you’ve ever wondered whether it’s safe to eat eggs that have gone past their “sell-by date,” you are certainly not alone. This video looks at the confusing dates that companies place on food packaging and how they encourage consumers to throw out items that are still edible.

Questions:

  1. Why do companies place sell-by dates on food packaging?
  2. What can companies do to make food date labels more straightforward for consumers?
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August 14, 2018

In June, the German pharmaceutical giant Bayer paid $63 billion to acquire Monsanto, one of the biggest names in agricultural technology. The idea behind the deal was to merge Bayer’s pesticide business with Monsanto’s dominance in genetically modified crops to create the world’s largest seed and agrochemical company. Along with these valuable assets, however, Bayer also acquired a lot of legal baggage. Over the years, Monsanto has faced thousands of lawsuits from consumer and environmental advocates who claim that the Continue reading

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August 10, 2018

Over the last few years, many Americans have started to cut sugary drinks like soda out of their diets for health reasons. So instead of reaching for a Coke, these calorie-conscious consumers will opt for alternatives like bottled water or ginger ale. According to a recent lawsuit filed in New York, however, the latter isn’t that much better than soda if you’re drinking Canada Dry. Despite advertising on the label that it is “made with real ginger,” plaintiff Julie Fletcher Continue reading

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August 3, 2018

A few months ago, we looked at why our subject for the Chapter 8 profile in Understanding Business was leaving her position as CEO of the Campbell Soup Company. As the video below shows, however, Campbell’s problems began long before Denise Morrison took the top job.

Questions:

  1. Why has Campbell’s struggled to grow steadily in recent years?
  2. What do you think Campbell’s should do to start winning over young consumers who don’t like canned soup?
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July 20, 2018

Back in the pre-Internet days, companies would pay a fortune to set up services that allowed them to limit the number of phone lines used in the office. This meant that a company with 100 employees could use a single number with extensions rather than set up 100 seperate lines. Once caller ID came on the scene, these systems would display the same name to the receiver whether the call was coming from the mailroom or the C-suite.

This pricey Continue reading

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